老板去美国参加ABM大会了，从他那让ABM重新进入我的视野，也提醒我，是不是要以另一个视角来看看营销产品？！

连续看了几晚上资料，有点掉进大海的感觉，想不到之前自己对ABM的了解不过冰山一角，正因如此才让人更加兴奋。在追求知识的路上一如既往认真的男人才是最帅的！

什么叫海洋？让你见识下

先不说别的，光从产品墙就能让你惊讶一阵子...

ABM相关产品墙，注意：这是14年版的

为了偷懒我只放了14年的图，是啊，3年前的图。这就是国内外产品的差距。

思维的创新，才是产品升华的唯一方法

很不巧今天听了一堂公开课，讲产品经理的。我很认同讲师对PM的描述和解读，也深知PM的不容易和压力。干了十几年的技术 VS 干了五六年的产品，我自己也深知一个优秀的PM不比一个牛逼的架构师差到哪去，反而道路会更加曲折。

但，我更佩服能推敲出支撑诸多产品发展的基础理论的智者，他们也许才算的上天才二字。

反转漏斗模型

做久了营销的人都见过funnel，从target到最后convert一层层想法提高ROI，保持可追踪性...这几乎就是一种真理般的存在。但随着科技的发展，似乎除了提出者没有谁认真想过科技本身的进步发展会如何影响我们所谓的真理！

反转漏斗，反转的是你的思维

鉴于原文比较经典，自己翻译的实在太烂，所以直接贴原文吧，待哪天理解升华了再来做点comments。

Identify

The first stage of account-based marketing is to identify accounts to target. Selecting accounts should be done collaboratively with marketing and sales. Predictive technology can augment a team’s ability to choose the best accounts prioritizing based on fit with current customer base or predicting intent. After selecting a list of accounts, data tools allow you to fill your CRM with contacts and other important data to begin engaging accounts.

Expand

Expanding reach within accounts is a key step that provides a significant advantage over lead-based marketing. Tools in the Expand category provide deeper access and coverage within an account in a variety of ways - enriching contact data, providing an account-based structure to leads / contacts, or allowing engagement campaigns to reach more stakeholders. Many tools that expand reach also are used to identify or engage accounts.

Engage

Marketers must engage individuals within accounts across the entire buyer's journey. In each sub-category, consider the tools used to execute your account-based marketing strategy and exclude those that are exclusively used for other marketing strategies. Modern ABM tools allow practitioners to engage the right personas at more accounts with personalized and targeted messaging and content.

Advocate

The relationship with an account doesn’t end after signing the deal. Account-based marketing is the best way to drive adoption, upsell and cross-sell, and referral. For the customer journey, the ABM stack is focused on marketing tools to create new revenue and expand revenue in existing accounts. The tools in this section allow customers to become your best advocates both within their company and across the market.

Measure

Insight into the effectiveness of your account-based marketing efforts is critical. These tool help with measuring and reporting ROI, spend, attribution, and impact on revenue. Account-based marketing metrics shoulds alway tie back to revenue and pipeline measures including size, progress rates, and time to close. These tools provide insight and results from an account-based perspective to see what efforts moved the needle by account.

按照传统漏斗，也许看到这的人已经少了一大半了...

写到这，我突然想起了一个推荐过的做笔记的工具还是app，能够把书摘随时随地保存起来，结合MD，那简直了！知道的同学麻烦留个言告知下，谢谢！

最后附一篇很好的ABM的文章 关于ABM需要知道的五件事，祝晚安！